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The loading times of a page is an indirect ranking criterion for search engines as its optimization will impact 2 variables:
- User retention. Good load times will encourage the user to remain on the page instead of returning to the search engine page results and visiting another site. Also called "Pogo-sticking" this indicator of relevance is used by Google to judge the relevance of a result.
- Enhancement of crawlers' exploration. The quicker the search engines can download the content of your pages, the larger number of pages they will be able to explore and analyse. Indeed, the vast majority of websites suffer from a lack of accessibility of their pages, which is an essential phase to be able to rank a website.
Page speed is now one of the most important ranking criteria for Google, as the search engines wishes to offer good user experience, especially on mobile devices - where load times are even more impactful.
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